Lead Generation
Multithreading: reach more than one decision-maker in the same company
In larger companies one person rarely decides alone. We find the people who take part in the decision and approach the company as one account, not as a pile of separate leads.
Why one contact is often not enough
If you write to only one person, everything depends on that person. They may be busy, away, or simply not the one who decides. In larger and more complex B2B sales, a decision usually involves a few people with different roles.
Who can take part in the decision
- CEO
- Head of Sales
- Operations
- Procurement
- Technical Director
Which roles matter depends on what you sell. We agree on that before outreach starts.
Not everyone, the right ones
Multithreading is not a reason to email the whole company. We pick the few people who are likely to care, write to each of them about what matters in their role, and keep the messages consistent with each other.
Every reply moves the account forward
Sometimes a reply says: “Speak to our Head of Procurement.” We treat that as useful information about the account. The next message goes to that person with the context of the first conversation, instead of starting from zero as if it were a new lead.
Have a process that should work better?
Let's look at where automation or a better growth system could make the biggest difference.
How we approach one account
-
Map the account
We decide which roles are likely to take part in the decision.
-
Find the people
We identify the relevant people and their work contact details.
-
Write to each role
Each person gets a short message about what matters in their job.
-
Follow the thread
When someone points us to a colleague, we continue with that context.
Questions
Is multithreading the same as messaging everyone in a company?
No. We contact a small number of people who are likely to be part of the decision, each with a message that fits their role.
When does multithreading make sense?
Mostly in larger companies and more complex B2B sales, where several people take part in a decision. In a small company one well-chosen contact is often enough.
What happens when someone refers you to a colleague?
We use that reply to move further into the same account. The colleague is contacted with the context of the referral, not as a new cold lead.
Have a process that should work better?
Let's look at where automation or a better growth system could make the biggest difference.